Actually, Chasin just cited two quotes that have stuck in his mind all these years, and have influenced how he thinks about measurement.
The first one was from a P&G "media executive, circa a 1990 TV symposium: "I don't care about targeting," she said. "Everyone uses toilet paper."
The other was from one of Chasin's pals at Chiat/Day circa 1996: "A banner ad is like, if I saw a billboard on the 605 telling me, 'to see a Saab ad, get off at the next exit.'"
comScore's Chasin (left), pondering a future quote monger.